Food Industry <br />Economics

Food Industry
Economics

ISSN Print: 2312-847X
ISSN Online:2411-4111
ISO: 26324:2012


The marketing strategy substantiation of the market type agrarian enterprise development

Yevtushok O.; Lipova O.; Bakhchivanzhi V.

Key words: marketing; marketing strategy; enterprise development; management; marketing activity.

Page: 54-63

Abstract

The article proves that marketing strategies in the management of the activity and development of enterprises are an integral part of the system of agrarian management. The estimation of political, economic, social, technological factors of the macroeconomic environment of agrarian enterprises of Ukraine on the basis of PEST analysis has been carried out. The macroeconomic factors of formation of the marketing strategy of the agrarian enterprise development have been revealed: the imperfection of the mechanism of state support of agrarian enterprises, lack of training of personnel on agrarian marketing, imperfect financial and credit provision of the agrarian sector, inconsistent agrarian policy, the unresolved problem of the formation of the land market and the instability of tax policy.
The matrix SWOT-external marketing environment analysis has been constructed. It is recommended in the future to apply the strategy "use of strengths to eliminate external threats" in the marketing activities. The decision of the economic and mathematical problem of an optimal production program of development based on the chosen strategy with increasing costs for marketing activities was to determine the production structure of the economy, that is, to determine the optimal areas of agricultural crops, the number of individual species and groups of animals. This model allowed to reflect the set of conditions, interconnection between costs of resources and production results, to balance production and use of land and other resources in such a way as to provide wholesale utilization of available resources potential based on the chosen marketing strategy. The main groups of variables in the task selected traditional indicators of this type of task, the difference between the task is the detailed elaboration of commodity products in the context of individual implementation channels, pricing policies of the enterprise and individual segments of the market, which gave an opportunity to assess the effectiveness of the chosen strategy of growth of marketing activities of the enterprise. Тhe efficiency of expenses for marketing activity in the agrarian enterprise has been substantiated. The article proposes to delegate the functions of marketing to specialists of the economic service. The plan of advertising measures for the agrarian enterprise has been proposed.
The expediency of introducing the methods of economic and mathematical modeling into the practice of marketing strategies development has been substantiated.


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DOI: 10.15673/fie.v10i1.866

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